With headlines about the coronavirus dominating the news, it’s challenging to develop marketing and PR plans. However, there are still things that savvy PR pros can do.

1. Think critically about how to tell your story.

Before you hit “send” on any marketing emails that reference COVID-19, think about whether you could be seen to be profiting from a catastrophe.

If you’re not sure if you’re capitalizing on someone else’s misfortune, you probably are.

 2. Know the news cycle.

If your news doesn’t fit in the first wave of coverage, you might be able to place your solution with a follow-up piece.

3. Focus on the fundamentals.

If you’re delaying any major campaign, that doesn’t mean that you have to be entirely sleepy.

In this current climate, does your messaging still stack up? If not, then a messaging revamp exercise could be in order.

 4. Look to the long-term.

Building a brand’s visibility, thought leadership, market competitiveness and reputation requires dedication and perseverance.

Now might be as good of a time as any to build your brand’s story.